CJ OnStyle is accelerating efforts to expand shopping experiences using artificial intelligence (AI) platforms.

According to CJ OnStyle on the 28th, app and web traffic via conversational AI platforms such as ChatGPT and Gemini from the 1st to the 25th of this month increased more than fourfold compared with the same period in January.

The company explained that this was the result of proactively introducing a generative engine optimization (GEO) strategy. GEO is a marketing technique that optimizes data so that a company’s brands and products are prioritized in AI-generated search results. In response to consumer purchasing patterns shifting from simple search to conversational consumption with AI, CJ OnStyle has since last year been restructuring product data and content into formats that are easier for AI to recognize.

AI-based recommendations within its own app are also delivering visible results. By analyzing customers’ purchase, search, and click data with AI and recommending tailored products and videos, the transaction volume generated in the app’s recommendation section from January to April this year increased 37% year-on-year.

In line with this trend, the company launched a CJ OnStyle dedicated app within the ChatGPT platform on the 15th. When customers ask questions such as “Recommend beauty products around KRW 50,000 that are good for gifts” or “Recommend rain boots for this summer’s rainy season,” they can receive recommendations for related products and broadcast information.

Product information is also being restructured to enhance the precision of AI recommendations. Descriptions are being revised to reflect expressions that customers actually use in searches and questions, such as “slacks for work” and “summer wedding guest look.” Review data, including comments such as “It’s not very noisy” and “It’s less irritating to the skin,” has also been incorporated into the AI recommendation algorithms.

A CJ OnStyle official stated, “We have completed AI optimization for 600,000 products within the dedicated app on ChatGPT,” adding, “We plan to expand this to 1 million products within the year.” The company plans to apply this data not only to ChatGPT but also to search and recommendation services within its own app.

The company also plans to expand integration with various AI platforms beyond ChatGPT. Through this, it aims to advance its commerce structure so that AI-driven inflow leads seamlessly to product exploration and purchase conversion.

Across the retail industry, there is a growing trend of accelerating the sophistication of shopping services using AI. Analysts say that building a “hyper-personalized” shopping experience, which goes beyond simple keyword searches to identify customers’ hidden preferences and search context, will become a core competitive edge in the future e-commerce market.

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